Global Merch Launch
In marketing Justin Bieber's Purpose Tour collection for Urban Outfitters, our strategy was clear: maximize brand awareness and customer acquisition by capitalizing on fan momentum.
The Creative Marketing team orchestrated major product launch events in five key international markets, followed by a global e-commerce release 48 hours later. Strategic pre-press and product seeding garnered record-setting social buzz for Urban Outfitters.
From Berlin, to London, New York, and Los Angeles: witnessing each timed release hit was like watching the clock strike midnight on New Year's Eve around the world. The collection sold out two times over; first in stores, and then online.
Deepest thanks to our store leadership teams and merchant partners, whose collaboration and communication gave us the opportunity to engage our global audience in a way we never had before.
View Credits + Thanks
Bravado, Universal Music Group
Micheal Lockley + Rio Allison
Creative Director, Brand Imagery
Director of Brand Marketing
Stacey Britt Fitzgerald
Director of Content + Curation
Meaghan Creamer + Simon Burd
Social Media + Video
Lynn Kostelny, Jo Gowans-Eglington, Leah McCalliog, AJ Quon, Alayna Giovannitti
Brand Marketing + Imagery
Joanna Reagan Ewing
Chief Creative Officer